The future architecture of big data business

In the past, online business and offline (offline) business is like two parallel lines, there is no intersection, is now converging, this is O2O (online to offline, offline on the line). So, people intuitively think: O2O is offline will be online as a sales front. The conclusion is right, but not only so.

First of all, O2O is a beacon, it is the Industrial revolution terminated "red light", http://www.aliyun.com/zixun/aggregation/9897.html "> Internet Business" Yellow light "and data business" green light. " In other words, the Industrial Revolution and the end of the Internet revolution, human beings will enter the data revolution period. And O2O is the online and offline full flow of data tools. From the O2O point of view, E-commerce is the data of non-data products.

Second, O2O is still a competitive pattern. This determines the four battlefields of the O2O data revolution, namely online business intelligence portals (such as iphones, millet), online sales platforms, offline shops and chains, and CRM (Customer relationship Management). A lot of hardware will be based on the O2O "cloud" and "big data" thinking of innovation, redefined. For example, the ipad will be a TV set, the iphone will be a computer, and headphones will be the most important import hardware in the data age.

Again, O2O is a synergy between media and business. Now is a rapid iterative period of change, driving the transition from digital media to digital media, and the shift of weak relational media to strong relational media: forums, blogs, social networking sites, micro-blogs, and micro-letters, which have iterations of only two years. At the same time, E-commerce is continuing to develop. If people can look over the process of time, they will find that business and media in the search for a synergistic effect, e-commerce and media as two parallel lines on a platform to meet, this is similar to the O2O interface intersection, this platform is currently a micro-letter, precisely should be a similar micro-letter E-commerce + A comprehensive platform for media forms.

Finally, O2O is the kernel of the sales pattern architecture. At the same time the architecture line, offline dual services, between the two through the "User Data" connectivity (that is, often said CRM). For example, if the "steam engine" is the industrial commercial power kernel, then the "O2O" architecture is the core of the data business model, that is, O2O is the "steam engine" of the data revolution, contained in the "body" of any data business model.

This will provide a clear architectural path for future data commerce: Online operation + offline operation, the middle is the user data, data drive both online and offline development, online for the line to bring orders and for CRM experience, offline for online customization and provide data for CRM. Company operators will have to consider online competitiveness, offline competitiveness and data stickiness. Clearly, this logic of data commerce has not yet been universally realized.

It is precisely because of the lack of clarity that O2O is the beacon of the data age, and O2O to consumers, market patterns, strategy, organization, management, brand, marketing and sales of the series of impact, only to cause 99% of the organization is suffering from sales decline, brain drain, strategic failure, management inefficiencies and a series of problems. Managers and bosses are confused and stressed, but consumers are experiencing dividends in the O2O process. For consumers, he has a new role, motivation and behavior, from the role of the foreign person to the role of the internal transformation from the role of the material person to the role of the social person.

For the market, the past price market is changing to the value market, the corresponding 4P+4C traditional marketing mode is changing to the 4U new marketing model, the standard commodity gradually from low price to free, at the same time luxury goods increase. The value market will emerge with a new currency-integral, making Word-of-mouth a value payment. Correspondingly, the value market will be more of an hourglass-type business model. Innovation becomes the dominant force in value market, and it is dizzying. At the same time, because the commodity is free, the organization will have the characteristic of nonprofit organization.

The change of consumer and market form will bring about the change of organization's supply and mode of production, which is the reason why the Organization's strategy, management, brand and sales fail in the new era.

Strategically, the organization will move from the past to the strategy of seeking certainty opportunities, to the risk management strategy under uncertainty, and to pursue development opportunities through trial and error and micro-innovation. Image: Risk management strategy to have the "turtle" spirit and "grandson" mentality, trial and error is like a turtle crawling, step, in the micro-innovation project can not be successful before, you have to install the mentality of grandchildren, project success can be a grandfather, such as micro-letter.

In management, the organization will be from the past to the level of management management, through the founder of the powerful combination of the formation of vertical self-organization, speed up decision-making, reduce risk, speed up innovation. This pattern of horizontal union and vertical management looks like multiple self-organizing "revolution" around the organization, while Self-organizing rapid "rotation". The driving force of organizational revolution and self organization rotation is values, that is, culture will become the core competence of the Organization. Talent will become a luxury, a large number of people in the initial stage will become self-organizing entrepreneurial members, experience the implementation of personnel, a large number of high-level talent will become co-founder.

In the brand, logo recognition (visibility) will be ineffective. This will lead to all the past logo to identify the core of the brand system crash, and then form an innovative single product, category name as the core of the name recognition, two-dimensional code will become a brand logo. Brand return to the most true definition: Brand is value. The methodology of brand communication is to endow value with innovation, use experience to feel value, and transmit value by sharing. Then Word-of-mouth becomes the qualitative standard of brand value, and integral becomes the quantitative standard of brand value. In other words, a homogeneous brand, even with a higher logo recognition, will be discarded by consumers.